Communication for Change The growing demand from our customers Andrea Henry Director, Strategic...
85
Communication for Change The growing demand from our customers Andrea Henry Director, Strategic Communications
-
Upload
gwenda-fleming -
Category
Documents
-
view
214 -
download
0
Transcript of Communication for Change The growing demand from our customers Andrea Henry Director, Strategic...
Communication
for ChangeThe growing demand from our customers
Andrea HenryDirector, Strategic Communications
Increased demands on governments
Increased demands on governments Real-time communication
Increased demands on governments Real-time communication Communicating in common speak
Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent
Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose
Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose
Decrease our service level
Increased demands on governments Real-time communication Communicating in common speak Open, honest, transparent Smaller budgets force us to choose
Decrease our service levelShift some of the burden onto customers
What’s in a name?
What have we called our customers in the past?
What’s in a name?
What have we called our customers in the past?
What impact do these terms have with the way our customers perceive our relationship?
Use of the term “customer”
Implies a “give and take” relationship
Use of the term “customer”
Implies a “give and take” relationship
More cooperative
Use of the term “customer”
Implies a “give and take” relationship
More cooperative
Term common in business world, people can easily relate
Factors driving Iowa DOT communication
Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Make it clear that customers have a role in our business
Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Make it clear that customers have a role in our business
Accessibility - offer avenues for two-way communication not just pushing information to the masses
Factors driving Iowa DOT communication
Information just as powerful as assets and infrastructure
Make it clear that customers have a role in our business
Accessibility - offer avenues for two-way communication not just pushing information to the masses
Speak our customer’s language
Social media
Social media – the beginning
Twitter – Began Dec 2008
Social media – the beginning
Twitter – Began Dec 2008Used as another method to distribute
press releases and traffic updates – one-way communication
Followers around 7,000
Social media – the beginning
Facebook – Began May 2012
Social media – the beginning
Facebook – Began May 2012Posted once a day. Mostly safety
information.Followers around 500
Social media – now
Decided to be more robust July 2013
Social media – now
Decided to be more robust July 2013Post on variety of topics to attract different
audiences and tell the complete story of transportation
Social media – now
Decided to be more robust July 2013Post on variety of topics to attract different
audiences and tell the complete story of transportation
Twitter currently just over 20,500 followers. Growing at 100 per week.
Social media – now
Decided to be more robust July 2013Post on variety of topics to attract different
audiences and tell the complete story of transportation
Twitter currently just over 20,500 followers. Growing at 100 per week.
Facebook currently 2,300 likes. Growing at 50 per week.
Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
COMPARE
News Releases
Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
COMPARE
News Releases 1,501 subscribers
Social media – now
Facebook Daily – 3,086 people like, share, post Weekly – 17,471 people like, share, post Monthly – 79,129 people like, share, post
COMPARE
News Releases 1,501 subscribers 1,501 daily; 7,505 weekly; 45,030 monthly
Social media - now
Use monitoring tool for monitor all accounts (17 total)
Social media - now
Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help
those in need
Social media - now
Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help
those in need Made commitment to answer all inquiries
within 30 minutes
Social media - now
Use monitoring tool for monitor all accounts (17 total)Use keywords to look for intelligence and help
those in need Made commitment to answer all inquiries
within 30 minutes People use transportation and social
media 24/7. We need to be available 24/7.
Where do you begin?
Where do you begin?
PLANNING
What’s your plan?
Consider internal parameters
What’s your plan?
Consider internal parametersSecurity concerns
What’s your plan?
Consider internal parametersSecurity concernsDo other employees have access?
How is this perceived?
What’s your plan?
Consider internal parametersSecurity concernsDo other employees have access?
How is this perceived?Are there legal concerns? Liability?
Terms of use?
What’s your plan?
Consider internal parametersSecurity concernsDo other employees have access?
How is this perceived?Are there legal concerns? Liability?
Terms of use? Develop objectives with audience in mind
What’s your plan?
Choose your channel(s)
What’s your plan?
Choose your channel(s)
Have written content calendars
What’s your plan?
Choose your channel(s)
Have written content calendars Layout expectations
How quickly will you respond?What tone will you take?What content posted by users is/isn’t acceptable?
What’s your plan?
Choose staff who can work with minimal oversight.
What’s your plan?
Choose staff who can work with minimal oversight.
Train, train, train
What’s your plan?
Choose staff who can work with minimal oversight.
Train, train, train Continually communicate on lessons learned
What’s your plan?
Choose staff who can work with minimal oversight.
Train, train, train Continually communicate on lessons learned Adjust processes, styles, and language
accordingly
Blog, schmog.
What are blogs?
Transportation Matters for Iowa Blog Wanted a way to tell our transportation
story in more approachable way than press releases
Transportation Matters for Iowa Blog Wanted a way to tell our transportation
story in more approachable way than press releasesWritten in a conversational tone
Transportation Matters for Iowa Blog Wanted a way to tell our transportation
story in more approachable way than press releasesWritten in a conversational tone
Allow us to use video, audio and photos to enhance story
Transportation Matters for Iowa Blog Wanted a way to tell our transportation story in
more approachable way than press releasesWritten in a conversational tone
Allow us to use video, audio and photos to enhance story
Two-way communication encouraged in stories. Comment feature allows for customers to easily
give us feedbackMade commitment to answer feedback within two
hours
Transportation Matters for Iowa Blog
Transportation Matters for Iowa Blog Focus on human interest stories
Both internal and external audiences feeds
3353 subscribers
Information to help your customers
make more informed decisions
Information to help your customers
make more informed decisions
What do you have to offer?
Snowplow map and images
Common complaint – where are the plows?
Snowplow map and images
Common complaint – where are the plows?
Customers had road condition information from 511
Snowplow map and images
Common complaint – where are the plows?
Customers had road condition information from 511
Need a way to “see for themselves”
Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs:
Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs: Easy-to-use
Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs: Easy-to-use Consistent information across projects
Major construction projects website
Way for customers to get high-level information on projects with major traffic impacts
Needs: Easy-to-use Consistent information across projects Ability to keep site up-to-date
Driver’s license station wait times
Long wait times at driver’s license stations are one of the biggest complaints from customers
Final thoughts
Who is your customer?
Final thoughts
Who is your customer? (hint: you have more than one)
Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer?
Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information?
Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information? Why is it important to your customer?
Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information? Why is it important to your customer? Where do your customers want to receive
information?
Final thoughts
Who is your customer? (hint: you have more than one)
What unique information do you have to offer? When will you deliver this information? Why is it important to your customer? Where do your customers want to receive
information? How will you present it?
Thank you!
Andrea Henry
515.239.1730
Follow the Iowa DOT:
facebook.com/iowadot
twitter.com/iowadot
TransportationMatters.iowadot.gov
